If you’re reading this, you’ve probably understood that properly configuring your conversions is essential to measure the performance of your advertising campaigns. Well done!
Now, how do you do it?
See the steps we follow with our clients to learn the basics.
First, we configure our clients’ events in Google Analytics using Google Tag Manager. These events, which are the basis of your conversions, are actually what you want your users to do after seeing your ads.
Events are set up thanks to triggers (clicks on a button, clicks on a link, downloads of a document, etc.). We then choose to which platform we will send the information (e.g.: Google Analytics).
Out of all the events measured on the site, we need to select the ones that you consider to be good conversion goals. At this stage, we usually do a comprehensive quality assurance for my clients. We check that the contact form can be sent, that a sale can be completed, that the amount of the sale is correctly indicated and that the data is well structured.
To import your conversion goals into Google Ads, you must first link your Google Analytics account to it:
Then, from your Google Ads account:
This step is the most important in order to be able to properly assess the performance of your campaigns: adapting the parameters of your conversion objectives.
In Google Ads, go to Tools and Settings and Conversions to adapt the settings for each of your conversions, one by one.
Select the category of your conversion. This could be a prospect contacting you by phone, submitting a form or making an appointment.
Choose a value for your conversion.
If a conversion occurs when your customers buy online, the value of the conversion is the value of the sale.
If a conversion occurs when a potential customer or lead reaches out, assign the value you want to the conversion. For example, if you need to receive about 6 requests via your contact form to make a sale of $1,000, and if a profit of $800 is ideal for you, then you can assign a value of $133 for each request by contact form. A lead obtained by subscribing to your newsletter could be worth less, such as $40.
At this stage, you need to assess your different options and make calculations as needed to invest more in conversions that really add more value.
Choose the number of the conversion.
If a conversion occurs when your customers buy online, choose All conversions. Because a single customer can buy more than once.
If a conversion occurs when a potential customer or lead reaches out, you should choose Single conversion. Because the same customer who sends multiple contact forms will only buy once.
If a customer buys 90 days after clicking on your ad, do you want to give credit for the sale to your ad? Here’s the time to determine it.
You can choose a timeframe between one week and 90 days. Usually, the number is determined based on the time it typically takes for a potential customer to make a decision on a specific product or service.
If your clients are businesses (B2B), they could take action only a few months after a click on an ad, given the number of stakeholders to consult in the organization to make a decision. We could therefore conclude that the maximum period of 90 days allowed in Google Ads would be appropriate for attributing a conversion to said ad.
If your clients are individuals (B2C) looking for a plumbing service for example, they may quickly make a decision after clicking on your ad. We could therefore conclude that 30 days would be enough.
Not selecting your attribution models strategically could be considered one of the most expensive Google Ads campaign mistakes for businesses as they are essential in setting up and tracking your Google Ads conversions. Attribution models are used to attribute conversion to specific ads or acquisition channels. When you track the performance of your Google Ads campaigns, you’ll see the investments that helped you make a sale, get a call, or achieve any other campaign-related goal.
The different attribution models are:
Last click: Your conversion is 100% attributed to the last action taken by your user.
First click: Your conversion is 100% attributed to the first action taken by your user.
Linear: Your conversion is fairly attributed to all actions taken by your user.
Time decay: Your conversion is more strongly attributed to the actions taken first by your user.
Position-based: Your conversion is attributed 40% to the action taken first and 40% to the action taken last by your user. Intermediate actions share the remaining 20%.
Data-driven: Your conversion is attributed to all actions taken by your user based on your purchase and conversion history. To choose this attribution model, you must have logged at least 3,000 interactions and 300 conversions in 30 days. Then, to continue using it, you must record at least 2000 interactions or at least 200 conversions in 30 days.
It might be tempting to go for the Last Click attribution model, which is the default attribution model for conversions. However, we rarely recommend it.
Linear, Time-decay, Position-based, or Data-driven attribution models, if your account allows it, are the best in most cases. Indeed, these models consider all your acquisition channels and assign points to the various advertisements or means of contact that may have influenced your user’s decision in their purchasing journey.
Once your website conversions are configured in Google Ads, it may be relevant to add Calls from ads or Calls from website to measure the performance of your campaigns even more precisely. This is all the more important if you measure the performance of your web campaigns primarily by lead acquisition.
A Call from ads is an ad extension that adds your phone number and makes it clickable on mobile to make it easier for users to get in touch with you quickly.
We can configure a length for which a conversion has to be excluded, such as calls lasting less than 60 seconds, depending on your area of business. The goal is to make sure your calls are relevant before we record them as conversions.
A Call from website is a phone number created exclusively for your ad that appears on your website after a potential customer clicks on your ad.
When the customer calls, the transfer to your phone number is done instantly. The latter does not realize that there is a call forwarding, and we have access to valuable information about your conversions such as the type of device used, the campaign responsible for the conversion and the profile of your potential customer. The Call from website is available at no additional cost for you.
Calls from ads and Calls from website are not imported from Google Analytics to Google Ads like other conversions: you must add them to Google Ads.
A few days after adding conversions to your account, make sure your tags are active, and that your conversions are being recorded.
Since you have configured your conversions correctly, your performance measurement will be fair and precise.
Observe the credit assigned to your different channels, verify that your goals are met and plan optimizations accordingly. Target your top-paying channels, campaigns, ads, and keywords, and leverage them to drive maximum results until the end of your current campaign and future ones.
Now is the time to reap the rewards of your setup and analysis! /p>
There are many parameters involved in setting up advertising campaigns, and it can be easy to get lost. If you wish to be accompanied and are looking for an ally focused on results, contact us.
By being a Google Partners 100% dedicated to media buying, we are in the best position to create, manage and optimize your Google Ads campaigns in the most strategic and structured way possible.
With us, nothing is overlooked!